Fox Greenberg Public Relations

BACKGROUND

Introduce your business and what you do there.

I’m the marketing manager for a company called The Conqueror Challenges. We’re a health and wellness app specializing in virtual challenges.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Fox Greenberg Public Relations?

I joined this company last January, and I was given the task of building the PR department. Our marketing team is based in Romania, but our company headquarters are in New Zealand. Hence, we found it really hard to do all the PR work since we work with a lot of companies across the US, UK, Australia, and Canada. I considered that it would be better for the brand to work with partners in those locations.

SOLUTION

What was the scope of their involvement?

We worked with Fox Greenberg Public Relations for over six months. Whenever we had any ideas for special projects, we would create a brief and send it to them. They would then come up with a plan based on the brief. In a nutshell, they helped with everything related to PR and communication with the goal of improving our brand presence in the US.

The team assisted us with our entire PR strategy. We worked on specific projects and launches together for the virtual challenges and deployed a new product every three months. Moreover, the team helped us with pitching the new product to the press and presenting the stories of the people that are part of our community. During that process, they worked a lot with local journalists and helped us connect with influencers in the US.

Also, there was media coverage for our challenges. Fox Greenberg Public Relations worked with PR Newswire to reach some wire service that could spread the press releases for us.

How much have you invested with them?

We worked on a retainer basis and paid them about $10,000.

What is the status of this engagement?

We started working together in February 2022, and our collaboration will end this month.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

In terms of PR, they did well. They gave their best effort to increase our brand awareness and spread the word about our launches. 

There were also a lot of limitations from both our side and theirs. The collaboration was tough because the company faced a big decision about the way we spend money and evaluate our ROI. Hence, our management decided that PR wasn’t really converting as much as paid media or social media. That’s why we switched to influencer marketing because it’s easier to track.

How did Fox Greenberg Public Relations perform from a project management standpoint?

I don’t have anything negative to say in this regard. They were very professional and responsive — they always replied to all our emails promptly.

What did you find most impressive about them?

Their team helped us through a lot of difficult situations. Lauren (account manager) was very involved throughout, and I would really love to meet people like her in future collaborations because she really knew what she was doing.

Do you have any advice for potential customers?

As long as you give enough details and background about your project, they can and will help you. A lot of brands expect agencies to be very professional and come up with amazing ideas, but they don’t even bother with providing detailed briefs or enough information. Also, it’s a win-win situation if both parties are equally involved. When the client is really engaged, it gives the agency a lot of context for coming up with amazing ideas.

BACKGROUND

Please describe your company and your position there.

I am currently CMO of a marketing (strategic and digital) and business development firm serving clients looking to launch B2B and B2C products in the U.S. and/or increase their revenue and sales.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Fox Greenberg Public Relations?

We hired Fox Greenberg to create a public relations strategy, and campaign and deploy across the crowded CPG space. In addition to developing a road map, they were responsible for producing all elements including press launch, content, event planning / production, influencer alignments,

What were your goals for this project?

Position the product with a solid basis in press and launch / grow brand awareness so we would have B2B options with retailers while also growing a B2C end user / e-commerce client base.

SOLUTION

How did you select Fox Greenberg Public Relations?

They were recommended by a colleague I had worked with before as a smart, savvy group who were great at p.r. and positioning. After meeting them, it was evident they come at p.r. with an understanding of business as well as their primary craft.

Describe the scope of their work in detail.

They developed and produced a detailed roadmap and strategy that would require concurrent events, experiential elements for press and campaigns to draw consumer attention to this new product in the beauty space. They were also tasked with developing strategic alliances / partnerships. During the course of the project, one of the Founders became involved in a reality TV show where they also had to fully integrate opportunities and ideas for alignment.

What was the team composition?

We had a team of four on our project including the Founder, an account executive and two others that would help with all production elements.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

They were able to get the product positioned in the press resulting in articles and mentions across major national publications (O Magazine, Allure, etc.) Because of their connections, experiential mini events were created with influencers featuring the product. Also, when the reality TV show started filming, they came up with great ideas for integration. As a result of their contributions to our success, we were then able to take the product to HSN successfully.

How effective was the workflow between your team and theirs?

Exceptional. Very responsive. Great listeners. Equally concerned about what the data / results were as we were.

What did you find most impressive about this company?

They were a small, boutique firm that successfully produced major milestones for us in the lifecycle of that particular product and worked well with other agencies too. Also, Sarah' (one of the Founders) always had savvy insights and an equally strong business acumen.They were firmly committed to our success and were big contributors towards achieving it. I think one of the key differences between other firms I've worked with and theirs is that they are proactive and accountable, able to pivot quickly when need be.

Are there any areas for improvement?

None. We continue to refer our clients who are seeking PR to them.